We thought there might be more than just the Rhys Millen Racing and DUB magazine Equuses on display at the Hyundai SEMA stand, and indeed there were. The folks at Mummbles Marketing created the "Elegant Equus," a VIP-themed version of Hyundai's large luxury flagship.

This Equus boasts a turbocharged V-8 that pumps out 450 bhp, which is news enough. But to create that VIP look, the company has blinged out the Equus with 5-piece body kit that includes a carbon-fiber hood and trunk, plus 22-in. alloy wheels shod with 245/30s in front and 265/30s in back. Inside, the custom leather interior with suede headliner is shielded from paparazzi by curtains.

Of note, the Mummbles Equus has two iPads that control various aspects of the car, such as the ride height of its Air Lift digital air suspension, the aforementioned curtains, a powerful Infinity audio system and the windows. With the turbo V-8 and giant 6-piston Wilwood brakes at each corner, the Mummbles Marketing Hyundai Equus is fortunately more than just an exercise in style.

As for the Rhys Millen Racing Equus, it has a host of exterior, interior and performance upgrades. In the style department, this means carbon-fiber mirrors and spoilers, front and rear, plus custom two-tone paint—carbon fiber and Red Bull Racing blue—and 21-in. HRE P40 wheels.

More significant, RMR gets 30 more horsepower from the stock 385-bhp V-8, thanks to a bolt-on RMR Signature Edition air intake and a stainless-steel exhaust. Rounding out the changes are a brake kit with 14-in. rotors and a custom interior that features RMR Signature Edition embroidered headrests and floormats, plus seats covered in ostrich leather and suede.

Although the stock Hyundai Equus already has a superb Lexicon audio system, DUB kicks it up with a custom trunk enclosure that's fitted with Infiniti Kappa components, including nine speakers and five amplifiers.